Engaged Leadership Necessary for Successful Rebranding
#1 predictor of rebranding success? Engaged leadership who embody the new brand.
3 Tips to Engage Leadership in Successful Rebranding
Academic research documents the most important contributor to successful rebranding is LEADERSHIP.
Leadership of the effort and executive leadership engaged in the rebranding.
Use these 3 techniques to successfully engage leadership:
One: Brand Building 101 To authentically support the rebranding, leaders must fully appreciate key branding principles and the value a brand contributes to organizational success.
Brand Building 101 Equip leaders with branding fundamentals, plus the words and relevant illustrations of powerful brands.
Two: Embody the Rebrand Values and Message Leaders must actively communicate their support and display “on-brand behaviors.” Execs must convey the importance of rebranding and purposefully ask employees to embrace the change.
Three: Utilize Leadership Action Plans Use a disciplined plan that “evolves” their messages and visible commitments over time. Meet regularly and practice their message delivery.
Approach the process with discipline and you are more likely to set a solid foundation for future growth and expansion.